How curation is causing a paradigm shift across programmatic advertising

Drew Stein, Audigent managing director, Experian Marketing Services

Curation, the packaging of audience and programmatic supply chain data against ad inventory to sell overlooked, but valuable, ad impressions, can no longer be considered a trend or buzzword.

With more than 66% of all open exchange advertising, representing $100 billion in annual spend, being transacted through private marketplace deals, curation is a key part of how data and identity are addressed and actioned in programmatic media.

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